瑞穗農會

瑞穗鄉 | 瑞穗農會

瑞穗農會是一個提供地方農民產業服務與金融的機構，兼具有推廣當地農產品的責任義務。

由於農會服務的對象仍以農民為主，而目前許多農民對於品牌的認知很模糊，因此在企業識別的設計上，仍以農民已經普遍認識的瑞穗農會字樣作為LOGO的基調，瑞穗鄉的好山、好水、好豐饒的物產為核心。將山水和物產的意象融入LOGO，表現出農會剛中帶柔、穩健的企業特性。同時將農會特殊的金融的性質以LOGO中代表物產的元素「樹葉」作為農會主要的識別pattern。

瑞穗鄉農會

台灣花蓮縣瑞穗鄉是一個地理環境和氣候特色都得天獨厚的地方，孕育出這個地區種類豐富、品質優良的農產品。瑞穗農會是一個提供地方農民產業服務與金融的機構，兼具有推廣當地農產品的責任義務。

Ruisui Township, Hualien County, Taiwan, is a place with unique geographical and climatic characteristics that have nurtured a wide variety of high-quality agricultural products.

The Ruisui Farmers' Association is an organization that provides services and financial support to the local farming industry while also having responsibilities and obligations to promote local agricultural products.

瑞穗鄉農會

Due to the farmers' association services still regarding farmers as the principal focus, and many farmers having very vague brand recognition, in the design of the corporate identity, we continue to emphasize the well-known Ruisui Farmers Association as the LOGO's central theme. We also incorporate Ruisui township's beautiful mountains, clear waters, and rich natural products as the core elements. We integrate the concepts from the scenery and products into the logo to express the association's characteristics of stability and resilience, combined with the gentleness of a business association. Simultaneously, we use the special financial nature of the Farmers Association to represent the properties of LOGO elements, with the leaf as the primary recognition pattern.

品牌圖騰

中國古錢幣的造型是外圓內方，透過連續圖案的方式將樹葉排列出象徵財富的錢幣，是設計的巧思也是中國文化的精妙。

整體品牌視覺設計除了LOGO設計之外也包含了其在事務用品與品牌商品的應用。在事務性用品與品牌商品上，我們開始加入了豐富的色彩與活潑的圖案。

藍色的天空中飛舞著鶴的圖案，象徵的是瑞穗的地理環境與氣候 (瑞穗鄉的舞鶴村是當地著名茶葉產區)。

藍綠相間的樹葉和點綴其中的紅色果實，代表著是瑞穗最負盛名的茶葉與咖啡。金黃色系的長葉代表著的是瑞穗田野間層層疊疊的稻浪。最後深綠色和水藍色的線條，代表著瑞穗的好山好水滋養著這片土地。

As the shape of the ancient Chinese coin is square inside with a circle outside, we arrange leaves in a conti

nuous pattern resembling a coin to symbolize wealth. This design concept is both ingenious and reflects the intricacies of Chinese culture.

The overall brand vision design, in addition to the LOGO design, also encompasses the application of office supplies and brand merchandise. In our transactional supplies and brand commodities, we have incorporated some colorful and lively patterns.

The design of a flying crane dancing in the blue sky symbolizes the geographical environment and climate of Ruisui. (Ruisui's Maizuru village is a locally famous tea production area).

The combination of blue and green leaves, along with dotted red fruits, represents Ruisui's most renowned tea and coffee. The golden yellow, long leaves represent the layered barley fields in Ruisui. Finally, the dark green and blue lines symbolize the beautiful mountains and clean water that nourish the land of Ruisui.

瑞穗咖啡於日治時代所種植，迄今已有百年的歷史。舞鶴地區排水良好的土地，優良的水質，和略有雲霧的氣候，非常適合咖啡的生長，當時的舞鶴種植的咖啡因為品質優良，還曾進貢給當時的日本天皇。瑞穗咖啡的特點是都是有機栽種，人工採收。咖啡和茶樹、文旦樹一樣，樹齡越高，咖啡豆越香，目前瑞穗地區種植的咖啡樹品種為阿拉比卡種咖啡，其不苦、不澀、不酸、溫潤的層次感，入喉格外香醇、滋味豐富。

Ruisui coffee started plant in the Japanese colonial era that so far had over hundred years of history. Maizuru area has the land with good drainage, excellent water quality and a slight mist climate that is very suitable for the growth of coffee. At the time Maizuru planted coffee, because of excellent in quality, yet was present tribute for the Emperor of Japan.

Ruisui is characterized by organic coffee planting, harvesting manually. Coffee and tea tree, pomelo tree are all the same that the older the tree age get the more fragrant coffee beans. Currently coffee trees grown in Ruisui is Arabica coffee, which is not bitter, not astringent, not acid, warm sense of depth, enters the throat to be especially mellow with rich taste.

瑞穗得天獨厚的環境，讓瑞穗的農產品品質優異，瑞穗的好山好水總是讓旅人留下深刻的記憶。產品包裝設計結合旅行的概念與百年咖啡的特色，將濃濃的懷舊感放進了包裝裡，手提外盒是一個古典的旅行箱的設計，讓消費者從產品的包裝上就能感受到屬於瑞穗咖啡的歷史感，彷彿走進寧靜的時光隧道。

When open the portable cassette lid, the eye is imagery of two parcels of coffee in the box. Inside, one is instant coffee pods and the other is ungrounded raw coffee beans. Two different choices to bring out the same travel memories. Gift reserved space above is to allow the giver can write letterhead format, so this gift is not just pass out there but also with deep sense of smell of human touch.

打開手提盒的蓋子，映入眼簾的是兩個具有郵包意象的咖啡盒。裡面盛裝著方便即時飲用的耳掛式咖啡，以及未研磨的咖啡原豆。兩種不同選擇，帶出的是同樣的旅行記憶。

禮盒上方預留的空間，是讓送禮者可以書寫的信箋格式，讓這份禮物傳遞出去的不只是氣味還有濃濃的人情味。來一趟瑞穗輕旅行，將瑞穗的風、瑞穗的雲、瑞穗的天空收進咖啡香裡，任何時空下品嘗瑞穗好饌系列的產品，如同回味一份專屬於瑞穗的美好記憶。

travel memories. Gift reserved space above is to allow the giver can write letterhead format, so this gift is not just pass out there but also with deep sense of smell of human touch.

Make a light travel trip to Ruisui, the wind, the clouds, sky of Ruisui incorporated into the smell of coffee aroma, the taste of good dishes from Ruisui range of products at any time, as a recollection of memories exclusively for Ruisui.

瑞穗鄉｜瑞穗農會

2020

CHIHE BRANDING CONSULTANCY

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